Gwen Stefani made it into this year’s Grammy telecast in a unique way: Performing a live music video as part of a commercial break sponsored by Target.

The four-minute live music video performance marks a new type of advertising, taking up most of a commercial block during the 58th Annual Grammy Awards. It’s believe to be the first music video filmed on live television.

Stefani performed her new song, “Make Me Like You,” at a soundstage in Los Angeles as Grammys unfolded across town at the Staples Center. The music video included multiple sets and costume changes, featuring Stefani dressed in a Marilyn Monroe-eqse ensemble accompanied by full-bodied blonde curls and garnet-red lips. Throughout the video, Target’s logo appeared sporadically in the background.

The singer performed in front of a bar cleverly named “Blake’s,” perhaps referencing her new relationship with her fellow “Voice” co-star Blake Shelton. At one point, Stefani glanced at a tabloid with the headline “Gwen Pregnant With Alien Baby” on the cover, a nod to recent pregnancy rumors.

During the live music video, one rollerblading dancer took a tumble and caused a pile-up of other falling skaters. Twitter users questioned whether it was Stefani who fell or one of her doubles.

Gwen Stefani body double fake falling is my everything. That was a fake fall, yes? That was brilliant Target. #GRAMMYs

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Gwen Stefani made it into this year’s Grammy telecast in a unique way: Performing a live music video as part of a commercial break sponsored by Target. The four-minute live music video performance marks a new type of advertising, taking up most of a commercial block during the 58th Annual Grammy Awards. It’s believe to be […]

Gwen Stefani made it into this year’s Grammy telecast in a unique way: Performing a live music video as part of a commercial break sponsored by Target. The four-minute live music video performance marks a new type of advertising, taking up most of a commercial block during the 58th Annual Grammy Awards. It’s believe to be […]

Gwen Stefani made it into this year’s Grammy telecast in a unique way: Performing a live music video as part of a commercial break sponsored by Target. The four-minute live music video performance marks a new type of advertising, taking up most of a commercial block during the 58th Annual Grammy Awards. It’s believe to be […]

Gwen Stefani made it into this year’s Grammy telecast in a unique way: Performing a live music video as part of a commercial break sponsored by Target. The four-minute live music video performance marks a new type of advertising, taking up most of a commercial block during the 58th Annual Grammy Awards. It’s believe to be […]

Gwen Stefani made it into this year’s Grammy telecast in a unique way: Performing a live music video as part of a commercial break sponsored by Target. The four-minute live music video performance marks a new type of advertising, taking up most of a commercial block during the 58th Annual Grammy Awards. It’s believe to be […]

Gwen Stefani made it into this year’s Grammy telecast in a unique way: Performing a live music video as part of a commercial break sponsored by Target. The four-minute live music video performance marks a new type of advertising, taking up most of a commercial block during the 58th Annual Grammy Awards. It’s believe to be […]

Gwen Stefani made it into this year’s Grammy telecast in a unique way: Performing a live music video as part of a commercial break sponsored by Target. The four-minute live music video performance marks a new type of advertising, taking up most of a commercial block during the 58th Annual Grammy Awards. It’s believe to be […]